ES2367062B1 - METHOD AND SYSTEM TO OFFER PUBLICITY THROUGH THE MOBILE THROUGH THE REPRODUCTION OF MUSIC AND / OR LOCATIONS DURING THE WAITING TONE. - Google Patents

Abstract

Method and system to offer advertising through the mobile through the reproduction of music and / or phrases during the waiting tone. The system of the invention allows advertisers to define the advertising campaign, provide the contents to be reproduced, and through advanced data analysis a group of users is defined that maximizes the dissemination of the advertising message. With the conformity of these users, the system is configured so that each time someone else calls them, during the time it takes to pick up the call (waiting time), the advertising content defined by the advertiser is reproduced .

Description

Method and system to offer advertising through the mobile through the reproduction of music and / or phrases during the waiting tone.

Field of the Invention

The present invention refers to a method and system for offering advertising through the mobile through the reproduction of music and / or phrases during the waiting tone. The system of the invention allows advertisers to define the advertising campaign, provide the contents to be reproduced, and through advanced data analysis a group of users is defined that maximizes the dissemination of the advertising message. With the agreement of these users, the system is set up so that each time someone else calls them, during the time it takes to pick up the call (waiting time), the advertising content defined by the advertiser is reproduced .

Background of the invention

In the advertising market there has always been a distinction between two ways of carrying out advertising campaigns: "above the line" and "below the line". The first one stands out for using mass media (such as television, radio or the press) to maximize the number of people reached by the advertising message. The second is based on direct, segmented and personalized actions in the final client. “Above the line” campaigns suffer from a lack of knowledge of the recipient of the message and its success, while “below the line” actions are more expensive and therefore reduced.

For the improvement of advertising communication, it would be necessary to have a system that would allow knowledge and a relationship with the final client that would allow direct actions “below the line”, but with the extension provided by the “above the line” actions .

The irruption of the mobile phone in the society allows to carry out actions of marked direct character, and being the penetration of high mobile telephony, a large number of users can be reached.

There have been experiences of sending messages to mobile phone users, but these initiatives have the limitation that the entire population cannot be covered; In addition, for legal reasons, it could be considered spam. For this reason, new ways are needed that use the existing dynamics in the mobile operator's communications network to maximize the dissemination of the advertising message.

The present invention uses the dynamics of calls made between customers to use it as a means of inserting advertising messages, making users who call certain selected customers, who have given their prior consent, listen to the advertising message as a waiting tone while The call does not take the call.

Description of the invention

The method of the present invention allows the diffusion of advertising messages during the waiting time of a call. When a person calls a user who has this functionality activated, during the time it takes to pick up the call, the caller hears audible content (speech, music, spot, etc.) with the advertising message. The system allows advertisers to define in a simple way the parameters of the campaign (age, sex, number of people they want to reach, location of people, social class, tastes, etc.). To maximize the dissemination of the message, advanced techniques for analyzing data from calls and social networks are used, selecting suitable user groups. With the agreement of these users, the system is set up so that each time they receive a call, the content associated with the advertising message is played as a waiting tone. This system is integrated into the network of a telecommunications operator (landline or mobile) and uses customer data and operator traffic as input for advanced data analysis.

The system consists of the following elements:

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At least one PC personal computer with a web browser, which connects to a Web Server and allows advertisers to define the parameters of the advertising campaigns to be executed and provide the contents to be reproduced during the campaign.

-

A Web Server, which integrates a group of hardware and software resources that implements the web-based interface through which advertisers define the parameters of advertising campaigns. It also allows advertisers to upload the content to be heard by calling users while the wait tone sounds. Campaign parameters are sent to the Analysis Platform, through an interface based on XML and Web Services. The contents associated with the campaigns are sent through another interface based on XML and Web Services to the Ringtone Platform, so that they are stored and reproduced in a timely manner.

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Analysis platform, which integrates a group of hardware and software resources in charge of receiving the parameters of the campaigns to be executed, and, from them, analyzing traffic data of telephone calls (number of incoming and outgoing calls of each user), of clients (sex, age, telephone consumption, zip code), location (places from where they make or receive calls), uses of services and temporary patterns (when they call, when they receive calls, etc.) to obtain a list of clients of the operator that would maximize the dissemination of the advertising message. In order to obtain the data of calls, clients, location and temporal patterns, it is connected with the internal Systems of the operator. The interface used depends a lot on the capabilities implemented by the operator, but in general it is based on the exchange of text files and XML files through a standard data connection (FTP, SFTP) and Web Services. Once the list of suitable users has been obtained, prior confirmation of these users, it communicates with the Ringtone Platform to indicate the clients that have activated the service and what advertising content has to be reproduced when these clients receive a call. This communication is done through an interface based on XML and Web Services.

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Tone-waiting platform: a group of hardware and software resources responsible for reproducing the contents associated with advertising campaigns when a person calls a customer who has activated the functionality. The contents to be reproduced are obtained from the Web Server through an interface based on XML and Web Services. The list of clients to which the functionality must be activated and the indication of the content to be reproduced for each of these clients are obtained from the Analysis Platform, through an interface based on XML and Web Services. On the other hand and in order to reproduce the content indicated as a waiting tone, it connects to the operator's network in order to process and manage the incoming calls of the clients that have the service activated. This connection is made through standard intelligent network protocols.

The method has four distinct processes that consist of several stages:

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Campaign definition process: occurs when an advertiser connects to the Web Server to define the parameters of a new campaign and provide the contents associated with the advertising message. Once the advertiser has defined these parameters, they are collected by the Web Server and sent to the Analysis Platform to begin the next process. The contents associated with the campaign are sent to the Ringtone Platform.

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Analysis process: once the Analysis Platform has received the parameters of the campaign to be executed, the analysis of the data of calls, customers, location and time patterns begins to select the ideal clients that would maximize the dissemination of the advertising message. To obtain this data to be analyzed, it is connected to the internal systems of the operator. After processing them following the parameters of the campaign, you get the list of suitable clients.

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Con fi guration process: once the Analysis Platform obtains the list of suitable clients, and with the prior agreement of the client, it sends it, together with the indication of what content should be reproduced, to the Platform of waiting tones. This updates its internal con fi guration to reflect what is indicated by the Analysis Platform and prepare for the reproduction of the content associated with the advertising campaign when an incoming call is made to the clients included in the list.

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Dissemination process: when an incoming call to one of the clients included in the list generated by the Analysis Platform occurs, the operator's network redirects the call to the Waiting Tone Platform. It plays the content associated with the campaign during the timeout. Once the client picks up the call, playback ends and the call is handled as normal.

The campaign definition process consists of the following stages:

a) Once the PC is connected to the Internet, at the request of the advertiser the de fi nition of the campaign begins. The set of parameters to be defined is very broad and depends largely on the type of campaign to be carried out, but in general at least the following are needed:

one.

Age, sex, social class and population of the target person.

2.

Specification of preferred days of the week and time in which the advertiser wants to spread the message.

3.

Specification of mobility preferences of the target person. That is, define in which areas the target person performs his daily activity.

Four.

Speci fi cation of tastes of the target person (Sports, Technology, Cinema, Music, Books etc.).

5.

Number of people to reach: number of people who want to send the advertising message.

b) Once the campaign parameters have been defined, the advertiser sends the contents associated with the campaign. In general, these are files in audio format, sent through the http connection established between the web browser and the Web Server.

c) The Web Server collects the parameters and contents associated with the campaign. With this information, it generates an XML file that includes the coding of the parameters chosen by the advertiser, and a code assigned to the content that allows its identification by the Analysis Platform and the Ringtone Platform. This file is sent to the Analysis Platform through the interface indicated above. On the other hand, it sends the content associated with the campaign and the code assigned to it to the Ringtone Platform. It processes and stores the information.

The Analysis Process begins when the Analysis Platform receives the parameters of the Web Server campaign. It consists of the following stages:

a) Depending on the defined parameters, it requests the internal systems of the operator the necessary information for the analysis. The set of data to analyze is very broad but can be divided into several types of information:

one.

Calls: file of calls made and received by each of the operator's clients. Each call includes information about the day and time of the communication, origin number, destination number and type of communication (voice, SMS, MMS, video call, etc).

2.

Customer data: demographic, business and consumer data relative to all operator customers. These include age, sex, population, consumption in recent months, type of contract, etc.

3.

Data on the use of services: information regarding the pattern of use of the services of the operator by each client. These data include day and date of each use and cost thereof.

Four.

Location data: data that indicates the location of the customer when making or receiving a call.

b) Once the data has been collected from the operator's internal systems, the Analysis Platform carries out a preliminary analysis of the call data and selects clients that receive many calls from many other people (from now on HUB Users).

c) Based on the campaign parameters, the Analysis Platform translates them into variables that can be measured from the data offered by the operator. Each campaign is a particular case, but in general the following translations of the following parameters are performed:

one.

Age, sex and population: age, sex and population of the client.

2.

Social class: customer consumption.

3.

Tastes and preferences: pattern of use of certain services (music, cinema, etc.) and mobility pattern (if you like to travel, on weekends, if you are driving).

Four.

Days and hours of dissemination of the message: day and time of making a call by the client.

5.

Mobility preferences: places where the customer makes or receives a call, and day of the week and time of the call.

d) Using the list of HUB Users, the Platform begins to analyze the profile of customers (contacts) that call those HUB Users and select those HUB Users that have contacts that fit the profile. Depending on the parameter of the number of people to reach, a minimum number of HUB Users is selected that make that criterion (called Target Users) met, and an XML file is generated that includes the list of Target Users and the code assigned to the content to reproduce.

The con fi guration process begins when the definitive list of Target Users to be activated (called Final Target Users) is obtained. This list has the same format as the Target Users list. These Final Target Users are those Target Users who have given their confirmation to activate the functionality on their telephone lines. Obtaining its conformity is obtained by other means not included in the invention. The process consists of the following stages:

a) The Analysis Platform sends the XML file with the list of Final Target Users to the Standby Tone Platform.

b) The Pitch Platform analyzes the information contained in the list and con fi gures, thanks to the

code assigned to the content, the reproduction of the advertising message of the campaign when users

included in the list receive a call.

The Broadcast Process begins once the Pitch Platform has set all the parameters to activate the playback of the content associated with the campaign when active users (End Target Users) receive an incoming call. It consists of the following stages:

a) A call to a customer within the list of Target End Users arrives at the operator's network (from the same operator or from another).

b) The operator network diverts it to the Standby Tone Platform. This checks the destination of the call, and consequently, being a customer included in the list of Final Target Users, sends the call to the customer's phone, starting to issue the associated content as a waiting tone.

c) The person who made the call listens to the advertising message while the call does not take the call.

d) Finally the call picks up the call and the Ringtone Platform stops playing the content, returning control of the call to the operator's network.

Description of the fi gures

Figure 1 schematically shows the diagram of the infrastructure and the various elements used in the present invention.

Figure 2 schematically shows the logical fl ow and the exchange of messages between the different parties within the Campaign Definition Process.

Figure 3 schematically shows the logical fl ow and the exchange of messages between the different parties within the Analysis Process.

Figure 4 schematically shows the logical fl ow and the exchange of messages between the different parties within the Con fi guration Process.

Figure 5 schematically shows the logical fl ow and the exchange of messages between the different parties within the Dissemination Process.

Preferred Embodiment of the Invention

In the case represented in Figure 1, the logical structure and the various elements of the system described in the invention are shown. As you can see it consists of several connected logical parts.

The PC personal computer with a web browser, connects through an http connection to the Web Server, and allows advertisers to define the parameters of the advertising campaigns to be executed and provide the contents to be reproduced in the campaign.

The Web Server implements the aforementioned interface that offers advertisers to define the parameters of advertising campaigns. It also allows advertisers to upload the content to be heard by calling users while the wait tone sounds. The Web Server communicates through an XML-based interface and Web Services with the Analysis Platform to send the campaign parameters. On the other hand, the contents associated with the campaigns are sent through another interface based on XML and Web Services to the Ringtone Platform, so that they are stored and reproduced in a timely manner.

The Analysis Platform is a group of hardware and software resources responsible for receiving the parameters of the campaigns to be executed, and, from them, analyzing traffic data of telephone calls (number of incoming and outgoing calls of each user), of customers (sex, age, telephone consumption, zip code), location (places from where they make or receive calls), use of services and temporary patterns (when they call, when they receive calls, etc.) to obtain a list of customers of the operator that would maximize the dissemination of the advertising message. In order to obtain the data of calls, clients, location and temporal patterns, it is connected with the internal Systems of the operator. The interface used depends a lot on the capabilities implemented by the operator, but in general it is based on the exchange of text files and XML files through a standard data connection (FTP, SFTP) and Web Services. Once the list of suitable users has been obtained, prior confirmation of these users, it communicates with the Ringtone Platform to indicate the clients that have activated the service and what advertising content has to be reproduced when these clients receive a call. This communication is done through an interface based on XML and Web Services.

The Ringtone Platform is responsible for reproducing the contents associated with advertising campaigns when a person calls a customer who has activated the functionality. The contents to be reproduced are obtained from the Web Server through an interface based on XML and Web Services. The list of clients to which the functionality must be activated and the indication of the content to be reproduced for each of these clients are obtained from the Analysis Platform, through an interface based on XML and Web Services. On the other hand and in order to reproduce the content indicated as a waiting tone, it connects to the operator's network in order to process and manage the incoming calls of the clients that have the service activated. This connection is made through standard intelligent network protocols.

Finally, although they are not elements of the system of the present invention, the sending terminal is the mobile equipment that the person initiating the call uses to communicate with the receiving terminal, this belonging to the client receiving the call. Furthermore, this call is managed by the Operator network and the external Operator network (if the person initiating the call is not an Operator's client, who has the system of the present invention installed).

Figure 2 shows the exchange of messages within the Campaign Definition Process. Once the PC is connected to the Internet, at the request of the advertiser the de fi nition of the campaign begins. As explained in the description of the invention, the advertiser can define different types of parameters, which are collected by the Web Server (step 1). Once the campaign parameters have been defined, the advertiser sends the contents associated with the campaign. In general they will be fi les in audio format, sent through the http connection established between the web browser and the Web Server (step 2). The Web Server collects the parameters and contents associated with the campaign. With this information, it generates an XML file that includes the coding of the parameters chosen by the advertiser, and a code assigned to the content that allows its identification by the Analysis Platform and the Pitch Platform (step 3). This file is sent to the Analysis Platform (step 4). On the other hand, it sends the content associated with the campaign and the code assigned to it to the Ringtone Platform. It processes and stores the information (step 5).

Figure 3 shows the different stages and communications between the system elements within the Analysis Process. It begins when the Analysis Platform receives the parameters of the Web Server campaign. Depending on the defined parameters, the internal systems of the operator are requested the necessary information for the analysis (step 1). In general, it will be about call information, customer data, service usage data and location data. The platform stores them for the analyzes performed below. The Analysis Platform performs a previous analysis of the call data and selects clients that receive many calls from many other people, the HUB Users (step 2). Then, based on the campaign parameters (stored in the XML file sent by the Web Server), the Analysis Platform translates them into variables that can be measured from the data offered by the operator (step 3). Using the list of HUB Users, the Platform begins to analyze the profile of customers (contacts) that call those HUB Users and select those HUB Users who have contacts that fit the profile. Depending on the parameter of the number of people to reach, a minimum number of HUB Users is selected that make that criterion (called Target Users) met, and an XML file is generated that includes the list of Target Users and the code assigned to the content to reproduce (step 4).

Figure 4 shows the exchange of messages between the elements within the Con fi guration Process. The Analysis Platform sends the XML file with the Target End User list to the Standby Tone Platform (step 1). The Pitch Platform analyzes the information contained in the list and configures, thanks to the code assigned to the content, the reproduction of the advertising message of the campaign when the users included in the list receive a call (step 2).

Figure 5 shows the exchange of messages within the Dissemination Process. It starts when the sending Terminal initiates a call whose destination is a client in the list of Target End Users. This call reaches the operator's network (from the same operator or from another), and the operator's network diverts it to the Tone Platform (step 1). This checks the destination of the call (step 2), and consequently, being a customer included in the list of Final Target Users, sends the call to the customer's phone (step 3.b), starting to issue the associated content to the sending terminal as a waiting tone (step 3.b). The person who made the call listens to the advertising message while the call does not take the call. Finally, the call picks up the call and the Ringtone Platform stops playing the content, returning control of the call to the operator's network (step 4).

Claims (4)

1. Method to offer advertising through the mobile by playing music and / or phrases during the waiting tone, which includes a first process of defining the campaign, which is triggered when an advertiser connects to the Web Server and defines the parameters of a new campaign and provides the files that make up the contents associated with the advertising message; These parameters are collected by the Web Server and sent to the Analysis Platform, while the contents associated with the campaign are sent to the Ringtone Platform; and, an analysis process, which is triggered once the Analysis Platform has received the parameters of the campaign to be executed, and consists of a computer process of the data obtained from the operator, related to calls, customers, location and time patterns , in order to select potentially suitable customers; characterized in that its development consists of the following stages or processes:

-

Con fi guration process, which is triggered once the Analysis Platform obtains a list of suitable clients, which it sends together with the indication related to the content to be reproduced, to the Tone Platform, which updates its internal con fi guration to re fl ect what indicated by the Analysis Platform and prepare for the reproduction of the content associated with the advertising campaign when there is an incoming call to the clients included in the list; Y

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Dissemination process, which is triggered when an incoming call occurs to one of the clients included in the list generated by the Analysis Platform, the operator network redirecting the call to the Tone Platform, which reproduces the content associated with the campaign during the timeout.

2. System to offer advertising through the mobile through the reproduction of music and / or phrases during the waiting tone, characterized in that it requires the following elements for its development:

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At least one personal computer, with a web browser, that connects to a Web Server so that advertisers define the parameters of the advertising campaigns to be executed and provide the contents to be reproduced during the campaign;

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A Web Server, which integrates software that implements the web interface through which advertisers define the parameters of advertising campaigns and upload the contents to be heard by calling users while the waiting tone sounds;

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An Analysis Platform, which integrates software that receives the parameters of the campaigns to be executed, through an interface based on XML and Web Services, and, from them, processes certain operator data to obtain a list of clients between those who spread the advertising message; the data is obtained from the operator's internal systems, using an interface based on the exchange of text files and XML files through a standard data connection and Web Services. Once the list of suitable users has been obtained, prior confirmation of these users, it communicates with the Ringtone Platform to indicate the clients that have activated the service and what advertising content has to be reproduced when these clients receive a call. This communication is done through an interface based on XML and Web Services; Y

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A Waiting Tones Platform, which integrates software that receives the list of clients to whom you must activate the functionality and indication of the content to be reproduced from the Analysis Platform, using an interface based on XML and Web Services, and is responsible for to reproduce the contents associated with the advertising campaigns, which you receive from the Web Server through an interface based on XML and Web Services, connecting with the operator's network to be able to process and manage the incoming calls of the clients that have activated the listening of advertising when another person calls your mobile phone.

SPANISH OFFICE OF THE PATENTS AND BRAND Application no .: 200800769 SPAIN Date of submission of the application: 03.17.2008 Priority Date: REPORT ON THE STATE OF THE TECHNIQUE 51 Int. Cl.: H04M3 / 487 (2006.01) G06Q30 / 00 (2006.01) RELEVANT DOCUMENTS

Category

Documents cited Claims Affected

X

US 2007189474 A1 (LUCENT TECHNOLOGIES INC) 16.08.2007, the whole document. 1-3

Category of the documents cited X: of particular relevance Y: of particular relevance combined with other / s of the same category A: reflects the state of the art O: refers to unwritten disclosure P: published between the priority date and the date of priority submission of the application E: previous document, but published after the date of submission of the application

This report has been prepared • for all claims • for claims no:

Date of realization of the report 14.10.2011

Examiner M. Muñoz Sanchez Page 1/4

REPORT OF THE STATE OF THE TECHNIQUE Application number: 200800769 Minimum documentation searched (classification system followed by classification symbols) H04M, G06Q Electronic databases consulted during the search (name of the database and, if possible, terms of search used) INVENES, EPODOC, WPI State of the Art Report Page 2/4  WRITTEN OPINION Application number: 200800769 Date of Completion of Written Opinion: 14.10.2011 Statement

Novelty (Art. 6.1 LP 11/1986)

Claims Claims 1-3 IF NOT

Inventive activity (Art. 8.1 LP11 / 1986)

Claims Claims 1-3 IF NOT

The application is considered to comply with the industrial application requirement. This requirement was evaluated during the formal and technical examination phase of the application (Article 31.2 Law 11/1986).  Opinion Base.- This opinion has been made on the basis of the patent application as published. State of the Art Report Page 3/4  WRITTEN OPINION Application number: 200800769 1. Documents considered.- The documents belonging to the state of the art taken into consideration for the realization of this opinion are listed below.

Document

Publication or Identification Number publication date

D01

US 2007189474 A1 (LUCENT TECHNOLOGIES INC) 08/16/2007

2. Statement motivated according to articles 29.6 and 29.7 of the Regulations for the execution of Law 11/1986, of March 20, on Patents on novelty and inventive activity; quotes and explanations in support of this statement D01 is considered the closest document of the state of the art to the object of the request.  Independent claims: Claim 1: Document D01 discloses a method for offering advertising through the telephone in which an incoming call to a subscriber to the advertising service is redirected to a platform of waiting tones (multimedia) that sends the advertising content to the terminal of the caller, where it is played until the recipient of the call answers. The difference between D01 and the application document refers to the previous study to define the advertising campaign and choose which clients will participate in it. This difference is not technical, so it is not taken into account to evaluate the patentability requirements of the application. Thus, document D01 affects the novelty of claim 1 according to the article 6.1 of the Patent Law. Claim 3: The claimed system corresponds directly to the method of claim 1, including obviously necessary elements that would be considered by the person skilled in the art for its implementation. Therefore the Document D01 affects the novelty of claim 3 according to article 6.1 of the Patent Law.  Dependent claims Claim 2: The content of this claim refers to the particularities or details of the definition of the campaign, the data to be used and its manipulation to choose the clients that will participate in it. As justified before, these characteristics are not technical and, consequently, document D01 affects the novelty of claim 2 according to article 6.1 of the Patent Law. State of the Art Report Page 4/4